Choose or Lose (Money): Why Power of Choice is the Ultimate Click Fraud-Fighting Tool
Whether an advertiser has one group, or three to choose from, the inherent problem in either of these options is that the advertiser would be evaluating an entire group of traffic sources that contains both high-performing and low-performing sources. When making decisions to increase or decrease an advertising budget based on this data, an advertiser is not able to accurately assess the results of individual traffic sources which limits their ability to fully optimize their campaigns.
This leads to the most logical solution which is to completely open up the selection process.
Give the advertisers the ability to track their ROI by individual traffic source and remove the poorest performing traffic sources. This type of open system allows advertisers to more effectively control the success of their campaigns while fighting click fraud and increasing their ROI.
While the risks may be too great for large networks like Google and Yahoo! to open up their ad placement process, the benefits are obvious for advertisers and it has been proven to be successful for smaller networks that are willing to step out and offer innovative solutions.
As in any open-market system, freedom of choice can be an extremely powerful tool. The question advertisers have to ask themselves is are they willing to trust the success of their campaigns to a mutual fund manager or do they want to have greater control over their advertising investment and select their own traffic sources?
Even as ad networks and click fraud detection organizations continue to develop new methods of detection, the click fraud perpetrators will make every effort to stay one step ahead of them. However, one of the simplest and most powerful tools in the click fraud prevention arsenal places the ultimate control in the hands of the advertiser as the last line of defense: Individual traffic source selection.
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